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The rewards and perils for brands latching on to issues

BRANDS CONNECTING to an issue or a purpose they are passionate about and making it into a marketing campaign is a trend that a Twitter regional executive said exploded in the past two years as more and more users look for authenticity in marketing.

“What we see more and more is that brands are trying to build an identity and a purpose to [their] campaigns,” Arvinder Gujral, Twitter managing director for Southeast Asia, told reporters during a briefing on Nov. 4 at the Sheraton Manila Hotel in Pasay City.

And brands can succeed in combining an issue or conversation with a campaign. For example, there is Nike’s 2018 “Just Do It” campaign featuring former National Football League (NFL) player and social activist Colin Kaepernick where a photo of Mr. Kaepernick with a quote: “Believe in something. Even if it means sacrificing everything. Just Do It.” The football player had knelt during an NFL game to protest police brutality and Black Lives Matter, a gesture for which he was let go by the league in 2017. The campaign raised Nike’s brand value by $6 billion.

And there are those who don’t succeed. Like Pepsi which ran an ad that same year featuring model and TV personality Kendall Jenner giving a riot policeman a can of Pepsi amidst ongoing protests, positing that a can of Pepsi can unite a divided country. The ad was pulled within 24 hours of release after widespread call-outs that the brand was insensitive and trivializing the issues being fought for by protesters which include the #MeToo movement (for the sexually abused) and Black Lives Matter.

“I don’t want to name brands [who fail] but there are those that [run unsuccessful campaigns] because they are inauthentic, they just want to latch on to the next trendy concept… just because something is trending doesn’t mean you have to [spin a campaign about it],” Mr. Gujral said.

The key, he said, is for brands to look for an issue or a cause or a conversation that the brand stands for, and start a conversation where “brands force people to take sides on an issue.”

“What we see more and more in 2019 is brands trying to connect to their purpose. This wasn’t there in 2017 for sure,” Mr. Gujral said.

Standing for something is what differentiates brands from their competition, he explained, as the battleground has moved away from competitive pricing because “people already know your prices and your competition’s.”

“If you’re a brand manager, the first thing you do is to define a brand [like], this is a brand that stands for women of this age demographic, etc.,” he said.

In the Philippines, Mr. Gujral noted that Closeup’s 2018 “Free to Love” campaign was successful because it leveraged its campaign to promote the “many facets of love through real-life stories of some Filipino couples,” as a company release said.

Beyond standing for something, Mr. Gujral also noted that listening to conversations about the most random things can bear fruit — like Heinz’s “Mayochup” campaign in 2018 where they noticed conversations on Twitter about people mixing ketchup and mayonnaise. They then did a Twitter poll asking people if the company should make a sauce combining the two. The poll harnessed over 500,000 responses, the most in a Twitter poll ever.

“Twitter Polls allowed people to both vote and see the results of the Mayochup debate in real-time. People could see how many votes were needed to reach the 500,000 goal, which in turn helped create more energy and excitement on both sides of the debate. The massive conversation around the Mayochup product drove significant awareness of new Heinz Mayonnaise. We saw 1 billion impressions in 48 hours from the Twitter poll,” Nicole Kulwicki, director of marketing at Heinz, noted in an article posted on the Twitter Marketing website. — Zsarlene B. Chua

James Dean to appear in movie 60 years after death

JAMES DEAN is coming back from the dead to appear in a new movie, a Hollywood production company said on Wednesday, causing an uproar about the idea of reincarnating one of America’s most beloved film icons.

Magic City Films said it had obtained the rights from Dean’s estate to digitally recreate the Rebel Without A Cause star, who died in a 1955 car accident aged 24, for a Vietnam War-era action drama called Finding Jack.

Dean will be recreated through a mixture of old photos and footage, along with computer generated creations projected over stand-ins. A different actor will lend his voice to what will be a secondary role for Dean’s character.

“We feel very honored that his family supports us and will take every precaution to ensure that his legacy as one of the most epic film stars to date is kept firmly intact,” producer Anton Ernst said in a statement.

“The family views this as his fourth movie, a movie he never got to make. We do not intend to let his fans down.”

However, many fans were horrified at the idea. Style publication Esquire.com ran a story listing “35 working actors they could have cast instead,” while youth culture website Vice.com pleaded “Please don’t do this.”

“This is among the most ghastly things to ever happen,” Nerdist contributing editor Lindsey Romain wrote on Twitter.

CMG Worldwide, which licenses intellectual property for dead celebrities including Dean, musician Chuck Berry, and astronaut Neil Armstrong, said the casting would open up new opportunities.

“With the rapidly evolving technology, we see this as a whole new frontier for many of our iconic clients,” CMG said in a statement.

Finding Jack will not be the first time that actors have appeared on screen long after death. Peter Cushing, who died in 1994, was brought back to life as Death Star commander Grand Moff Tarkin for 2016 film Rogue One: A Star Wars Story using computer generated imagery.

The late Carrie Fisher will be featured in the upcoming movie Star Wars: The Rise of Skywalker, but the makers will use unseen footage the actress recorded before her death in 2016 rather than computer generated imagery.

Ernst told Entertainment Weekly on Wednesday that producers had conducted an extensive search for an actor to play the role of platoon leader Rogan, before turning to Dean.

“We have seen (screen) tests. When he’s on screen, it looks 100% like James Dean. It’s exactly the way that we envisioned it,” Ernst said.

Finding Jack is scheduled for release in November 2020. — Reuters

AboitizPower bullish on 2020

By Victor V. Saulon, Sub-Editor

ABOITIZ Power Corp. (AboitizPower) expects new power plants that will post their first full-year operations in 2020 to more than make up for the decline in its profit and revenue figures this year, its incoming president said.

“I’m bullish about next year. I’m very bullish about next year. For one, we’ve addressed most of the outage issues that we’ve had. Second, all these new capacities will be available 2020,” said Emmanuel V. Rubio, AboitizPower chief operating officer, in a briefing on Wednesday night.

Asked about the possibility of a reversal of this year’s slowdown, he said: “For sure.”

Mr. Rubio, who will become the company’s president and chief executive officer next year, said its Therma Visayas, Inc. (TVI) went online with its first 150 megawatts (MW) in April this year, with the other 150 MW going online in August.

“So now I have 300 MW available for the full-year 2020,” he said.

He said AboitizPower unit Hedcor, Inc. started operating an additional 28 MW in March this year to make the hydroelectric power plant in Manolo Fortich, Bukidnon operating at its full 68.8-MW capacity next year.

“La Trinidad hydro, which is also FiT- (feed-in tariff) eligible, will be available for the full year. It’s 19 [MW],” he said, referring to another Hedcor project.

“And the big thing really is GNPD (GNPower Dinginin Ltd. Co.). That’s a lot. That’s a huge capacity,” he added.

The Dinginin plant in Bataan is developing a supercritical coal-fired power plant with two identical units with a net capacity of 668 MW each. The plant’s first unit was previously scheduled to go online in October 2019.

Mr. Rubio said the first unit of the plant is expected to come in “probably earliest is April and the other unit is towards fourth quarter of 2020.”

His bullish outlook comes after AboitizPower on Wednesday reported its net income declined 19% to P13.5 billion for the first nine months of 2019 “due to the higher volume and cost of purchased power, lower spot market revenues, and lower plant availability.”

AboitizPower made up 60% of the total income contributions from the strategic business units of holding firm Aboitiz Equity Ventures, Inc. (AEV).

“We continued to push our balanced mix strategy because we believe that the long-term energy security of the country can be solved by balancing sustainability, accessibility, and reliability of power. To date, our net attributable capacity is 3,483 MW and we will definitely hit our goal of 4,000 MW of net attributable capacity by next year. This translates to about 23 terawatt-hours (TWh),” Mr. Rubio said.

“After 2020, our sights are set for the next 10 years and our goal is to deliver about 40 TWh domestically,” he added.

Mr. Rubio said AboitizPower would continue to pursue its international aspirations, specifically in Vietnam, Indonesia, and Myanmar, with focus on renewable projects in wind, hydro and solar, and also look at gas.

“And when we achieve our RE and international goals, we would have built a 50:50 Cleanergy and Thermal energy mix,” he said. “With these targets in place, we are confident that AboitizPower will sustain its growth momentum and continue to advance business and communities in the next 10 years and beyond.”

On Thusday, shares in AboitizPower went down by 0.89% to P38.80 each.

Late pop idol George Michael returns with new song

LONDON — A new track recorded by George Michael in his last studio sessions before his 2016 death was released on Wednesday, in which the late British pop idol sings about social ills.

“This Is How (We Want You To Get High),” his first original material since 2012, will play at the end of upcoming festive film Last Christmas, itself inspired by Michael’s solo tunes and hits from his Wham! days.

One of the best-selling artists of all time, Michael, who rose to fame in the 1980s as part of duo Wham!, died at his home on Christmas Day 2016, aged 53. A coroner said he died of natural causes.

“The previously unreleased track, which was recorded during George’s final studio sessions, is his first original material to be shared for seven years,” a press release said.

“The lyrics, written exclusively by George, see the star addressing society’s ills with his trademark blend of self-deprecation and wry humor.”

Against a catchy melody, Michael’s distinctive vocals belt out lines like “Your daddy was a drinker,” “My daddy was a toker,” “I will always try to get my life together,” and “This is how we want you to get by on your sorry lives.”

An accompanying lyric video features animation of Michael over the years.

The Grammy Award-winner, who had several drug-related run-ins with the law, began working on the song in 2012. It was finalized in the studio in 2015.

Born Georgios Kyriacos Panayiotou to Greek Cypriot immigrant parents, Michael was known for Wham! and solo hits like “Last Christmas,” “Careless Whisper,” and “Faith”.

The Last Christmas film, starring Emilia Clarke and Henry Golding about a woman working as an elf in a Christmas shop, takes its name from the 1986 Wham! festive tune.

The soundtrack for the romantic comedy, co-written by Oscar winner Emma Thompson, features 12 Michael solo songs and three Wham! tunes.

“Emma had a meeting with him and he was intrigued because… the intention was never to make his story, it was to make a story inspired by a song,” David Livingstone, a producer on the film, told Reuters, referring to a meeting Thompson had with Michael to discuss a screenplay.

Thompson heard the new tune and three other unreleased Michael songs last year when working on the soundtrack.

“It’s not like a song that’s been dug out of the vaults, that’s been sitting there unused because it wasn’t good enough. It was a song that he intended to do something with and this is its new home,” Livingstone said.

“(It) does feel like it’s tailor-made.” — Reuters

SMC earnings drop by 5%

EARNINGS of San Miguel Corp. (SMC) fell 5% in the first nine months of the year, as Petron Corp.’s profits took a hit from shrinking refining margins.

The listed diversified conglomerate showed in a presentation on its website yesterday its net income slipped 5% to P39.7 billion in the January to September period.

SMC did not disclose third quarter figures.

Year-to-date net sales were flat at P758.63 billion, versus P761.17 billion it recorded in the same period last year.

SMC’s operating income for the nine months also dropped 9% to P88.75 billion.

By business segment, Petron remained the biggest contributor to SMC’s earnings at P381.66 billion, despite seeing a 9% decline from the same nine-month period a year ago.

Petron earlier reported a 70% drop in net income to P3.6 billion “owing to prolonged depressed refining margins in the region and its refinery shutdown.” Although the earnings decline was tempered by a 2% rise in sales volume in Malaysia.

“We will continue to push for a level playing field in the industry where illicit trade persists. This level-playing field is what we hope will prevail throughout the country. We support government’s fuel-marking program and look forward to its implantation for all players,” SMC President and Chief Operating Officer Ramon S. Ang said in a statement.

San Miguel Food and Beverage, Inc. (SMFB) generated P226.37 billion in revenues, up 10% year on year, due to higher volume of its key products. SMFB said its segments all recorded growth — beer (11% to P103.88 billion), spirits (20% to P21.43 billion) and food (6% to P101.05 billion).

However, SMFB’s net income was flat at P22.92 billion in the three-quarter period as its poultry business has only started to recover in the third quarter.

The power business of SMC, which is operated by SMC Global Power Holdings Corp., contributed P105.14 billion in total revenues, 18% higher than a year ago.

The growth is driven by the 22% increase in off-take volume it recorded during the period, which stood at 21,581 gigawatt hours. This was traced to the higher bilateral sales volume of the company from improved operations at its power plants in the Sual, Ilijan, San Roque and Masinloc.

SMC Infrastructure reported a 9% drop in revenues to P17.79 billion in the nine-month period, mostly from the operations of toll roads which saw a 6% growth in vehicular traffic volume.

The packaging segment, through San Miguel Packaging Group, posted a 3% drop in revenues to P26.36 billion for the nine months. Shares in SMC were up 1.40 points or 0.83% to close at P169.90 each yesterday.

Meanwhile, in a separate disclosure, SMFB said its board of directors had approved a fixed-rate retail bond offering which aims to raise up to P15 billion.

The company has yet to finalize the terms of the offer, but said it will be registering the planned issuance with the Securities and Exchange Commission and list at the Philippine Dealing & Exchange Corp. — Denise A. Valdez

Shopee pushes 11/11 sale with TV special

SINGAPOREAN e-commerce platform Shopee is gearing up for its biggest sale of the year on Nov. 11 with a TV special the night before on GMA Network, featuring performances from the network’s biggest stars.

“Christmas is an important holiday for Filipinos, and we are thrilled to kickstart the celebrations in the biggest way possible with our very first televised Christmas concert, the Shopee 11.11. Big Christmas TV Special,” Martin Yu, associate director at Shopee Philippines, said in a statement.

The TV special will air on Nov. 10, 10:30 p.m., on GMA. The show will include performances by Alden Richards, Maine Mendoza, Heart Evangelista, and Gabbi Garcia. Singer Jose Mari Chan will also premiere the new Shopee jingle for Christmas on the show. This is the second year that Mr. Chan has endorsed Shopee during the holidays.

The special will show simultaneously on Shopee via Shopee Live.

This year, the platform introduced Shopee Live where brands can interact and advertise their products with or without a celebrity endorser.

“Shopee Live actually achieved amazing success already: it has over 200 million views regionally to date,” Mr. Yu said during the sale’s launch on Nov. 5 at the Shangri-La at the Fort Hotel in Bonifacio Global City, Taguig.

Aside from the concert, Mr. Yu said that this year, prizes up for grabs are valued over P11 million, including a house and lot from Avida, a Rusi Mojo 200 motorcycle, and a Toyota Fortuner. The prizes can be won in three select Shopee Shake sessions.

Shopee Shake is a in-app game where users shake their phones to win Shopee coins which can be used for purchases.

Shopee will also be live-streaming celebrations for a full 12 hours during the sale.

For more information on the Shopee 11.11 Big Christmas Sale, visit www.shopee.ph/1111. — Zsarlene B. Chua

Data demand drives Globe Q3 profit higher

GLOBE Telecom, Inc. reported a 17% rise in profits in the third quarter, driven by strong growth in all its data-related products and services.

The Ayala-led telecommunications giant posted an attributable net income of P5.63 billion in the July to September period, up 17% from the P4.81 billion it recorded in the same period last year.

Year to date, Globe’s attributable net income was 20% higher at P17.68 billion.

Operating revenues jumped 13% to P41.89 billion in the third quarter, bringing the nine-month tally to P123.41 billion, up 11% year on year.

Consolidated service revenues increased 14% to P37.73 billion in the July to September period, pushing the nine-month total to P110.6 billion — 13% higher year on year.

Globe noted that data now accounts for 70% of service revenues, with 47% from mobile data, 14% from home broadband and 9% from corporate data.

For its mobile business, Globe generated P83 billion in revenues in the January to September period, 13% higher than the previous year. Globe said mobile revenues remained the top contributor accounting for 75% of the total service revenues led by the company’s prepaid brands.

Globe’s total mobile subscribers stood at 97.36 million as of end September, up 5% from the previous quarter. Of this, Globe Prepaid and TM subscribers stood at 94.69 million, while Globe Postpaid added 2.67 million.

For home broadband, revenues surged 19% to P16 billion during the nine-month period, “given the continued subscriber base expansion and rising demand for faster internet connectivity.”

Corporate data revenues grew 12% to P9.5 billion, while fixed-line voice revenues dropped 9% to P668 million.

Globe said operating expenses, including subsidy, increased by 8% to P52.8 billion in the nine-month period.

The telecommunications giant said it spent nearly P32 billion as of the first nine months of the year “to enhance its networks data capacities and capabilities.”

Globe also said it will “continue to reinvest in the network, which is currently on track to reach capital expenditure commitments of $1.2 billion by the end of 2019.”

It expects cash capital expenditures to end the year at around $900 million.

“We are happy that the sustained topline and profit growths we have achieved over the past three quarters have positioned us well as we head into the fourth quarter. We are likewise excited that, as we gear up for the roll out of our At Home Air Fiber 5G service, we are shaping the future of the nation and solidifying our leadership role in providing fast and reliable internet in the markets we serve,” Globe Telecom President and Chief Executive Officer Ernest L. Cu said in a statement.

Shares in Globe rose 2.52% to P1,870 each on Thursday. — Arjay L. Balinbin

Davao union files strike notice against Pepsi-Cola Products PHL

PEPSI-COLA Products Philippines, Inc. said a group of its workers in Davao filed a strike notice after a failure to conclude a new collective bargaining agreement.

In a disclosure to the stock exchange Thursday, Pepsi-Cola said the Davao-based labor union Pepsi-Cola Employee Workers Unions (PEWU) has served a notice of strike to the company for “refusal to negotiate.”

Pepsi-Cola said it was conducting negotiations with the union for the renewal of its collective bargaining agreement, the document that outlines the terms of employment as agreed upon by the company and the union, but the two parties failed to reach a settlement.

Moving forward, Pepsi-Cola and PEWU are set to hold discussions on Nov. 25, 27 and 28 to go over the collective bargaining agreement again.

“Both parties agreed to submit the negotiation for mediation to continue the bargaining with a view to finally reaching a mutually-beneficial agreement,” the company said.

Pepsi-Cola said PEWU is allied with the Federation of Coca-Cola Unions (FCCU)-Sentro ng mga Nagkakaisa at Progresibong Manggagawa.

The company noted the threatened strike will not significantly affect its operations as the Davao office will “run as normal without business disruption.”

Last year, Pepsi-Cola was also involved in a labor dispute, with some of its employees picketing its Muntinlupa site. — Denise A. Valdez

Lecture on the state of oceans

ON NOV. 12, 4 p.m., a Spanish expert on Marine Sciences, Dr. Emma Huertas, will give a lecture on the state of the oceans at the Intramuros branch of Instituto Cervantes de Manila.

The lecture, entitled “The Oceans, 500 Years Later,” is organized under the framework of the 5th Centennial of the first circumnavigation of the world, a feat by explorers Ferdinand Magellan and Juan Sebastian Elcano in a voyage commissioned by the Spanish crown. The lecture will make a comparison of the situations of the oceans 500 years ago and the present, and will present the value of scientific and historical knowledge as a tool for the conservation of our planet. The Intramuros branch of Instituto Cervantes de Manila is located in Plaza San Luis Complex, Intramuros, Manila. Entrance to the conference is for free on a first come, first served basis. For details visit http://manila.cervantes.es.

AllHome opens 3 new stores

ALLHOME Corp. said it is on track to hit its target of having 70 stores by next year as it opened three new stores in October.

The Villar-led retail company said in a statement yesterday it is well on its way to reach its goal of securing a 7.1% market share in the home improvement industry by next year as it continues store expansion across the country.

“We remain confident with our expansion program for the rest of the year. We are taking advantage of the underpenetrated home improvement industry in the Philippines by bringing AllHome to more locations,” AllHome Chairman Manuel B. Villar, Jr. said in the statement.

When it listed on the stock exchange last month, AllHome said it wants to double its market share in the home improvement industry heading into 2020. It is expanding its footprint in Metro Manila, Cavite, Laguna, Bulacan, Pampanga, Rizal and Batangas.

AllHome President Benjamarie Therese N. Serrano said in Thursday’s statement the company is also looking to tap new markets.

“We are not just expanding our store network but we are also increasing our customer base as we introduce a precursor to AllHome in areas where house construction is just starting, to provide more dedicated offerings and services to builders and contractors during the construction phase,” Mr. Serrano was quoted as saying.

AllHome posted a net income of P434.3 million in the first half of the year, rising 293.3% from a year ago, driven by a 66.9% increase in total revenues to P5.1 billion.

Shares in AllHome dipped 0.04 points or 0.35% to close at P11.38 apiece on Thursday. — Denise A. Valdez

Nurses complete Singapore training ahead of UHC

AROUND 100 nurses have completed a program of the Department of Health (DoH) in partnership with Singapore’s Nanyang Polytechnic and Temasek Foundation, in order to upgrade the nursing profession in time for the Universal Health Care (UHC) Program which takes effect next year.

In a statement Thursday, the DoH said that it has concluded its two-year partnership with the Singapore institutions, which has produced 100 nursing graduates. DoH added that the graduates will also be training other health workers in the Philippines.

“Around 100 nurses from the different DoH retained hospitals across the country completed the program. But more health workers will benefit, as the participants were also trained to share their knowledge in their respective health facilities,” DoH said.

Health Secretary Francisco T. Duque III said in a statement Thursday that the program is needed to improve health care services in the implementation of the UHC next year.

“The concluded partnership was a timely undertaking as our country gears toward the implementation of Universal Health Care,” Mr. Duque said.

This was the first international training program for nurses aimed to improve know-how in management, mental health, oncology, orthopedics and nursing pedagogy. — Gillian M. Cortez

Lost in space

Event Horizon
Directed by Paul W.S. Anderson

PAUL W.S. ANDERSON’s Event Horizon is arguably the Mary Celeste of science fiction cinema, not just being the story of a ship lost in the vast oceans of space but the film itself falling victim to malevolent forces (Paramount Studios) and mutilated, the missing portions gone forever.

Romantic? Yes. The film itself?

In 2047 (not impossibly far off — our present has caught up with Blade Runner’s future for one) the USAC search and rescue vessel Lewis and Clark has been sent to recover the Event Horizon, a starship lost on its maiden voyage some seven years before.

The larger ship is a magnificent presence: massive hammerhead prow (looking like the kind of forged-steel mallet the god Vulcan would swing against his anvil), graceful swan neck, and two wings sprouting from either side of a blunt goose belly. Anderson invests these opening sequences with a sweeping operatic grandeur — his camera pulls back from an upside-down window to the long-shot view of a low-orbit station in a dizzying slow spiral that reportedly cost a fifth of the film’s budget; introduces the Event Horizon like a derelict floating off the atmosphere of Neptune (faint flash of lightning bolts sizzling far below).

An early sequence has Dr. Weir (Sam Neill) waking up from cryosleep aboard the Lewis and Clark, amniotic fluids draining to release him; he looks round and the sight of bodies in ghostlit suspend animation feels dreamlike, eerie, the camera stealthily circling him only reinforcing his vulnerability (we keep expecting someone to reach out from the edge of the frame to tap his shoulder). He wanders into the ship’s control cabin and sees his dead wife Claire, naked, sitting in the pilot’s seat, sees her reflection on a dead screen (are her eyes shut?). She turns; her eyes are shut. We’re burrowed deep into our chairs at this point, armrests in a death grip, looking for an eject button to push.

The early scenes are best, showcasing Anderson’s visual virtuosity. He’s possibly the most interesting genre filmmaker around, a genuine talent with a keen eye apparently determined to confine himself to genre productions (video game adaptations in Mortal Kombat; science-fiction combat horror in the Resident Evil movies; historical disaster-romance in Pompeii). Like Tarantino he’s a fan of pop and pulp (literally, in some cases) cinema, mashing categories together to create monstrous combinations like a mad scientist in his bubbling testtube-infested, lightingbolt-lit laboratory deep in the castle dungeons (or high up a mountain aerie); unlike Tarantino he’s an actual filmmaker who knows how to make images flow, edit rhythm into his footage, use silence and stillness to build a sense of near-unbearable dread.

This film, I submit, is Anderson’s 2001 (I know, I know; try not to sip hot coffee when reading) his heedlessly expensive tribute to the testicle-shrinking size of the universe and the beautifully designed machines man has constructed to explore all that territory; the Event Horizon itself is strictly out of Alien only more coherently put together (the Nostromo for all its industrial-gothic atmosphere doesn’t really make much schematic sense), the more disturbing horror elements seemingly borrowed from both Clive Barker’s Hellraiser (Hell as an S&M theme park) and Andrei Tarkvosky’s Solaris (the different characters’ past histories come back to haunt them).

Along the way Anderson has commissioned spectacular sets — the Event Horizon, impressive outside is even more impressive inside: the swan neck an endless oval artery lit a sinister amber; the passageway to the engine room a spinning tunnel of serrated blades (“looks like a meatgrinder” someone notes — and in fact that’s the nickname given to a tunnel in Tarkovsky’s other major science-fiction effort Stalker); the engine room itself a great medieval chamber studded with spikes and clockwork gears, dominated by spotlights and a series of massive spinning rings that when lined up reveal a dark pool of unreadable water.

Is the film any good? Hard to tell with reportedly 30 minutes cut out; what’s left is barely functional, with characters developing crazy obsessions (Dr. Weir insisting on saving the Event Horizon despite everything that’s happened) and conclusions being pulled out of rear ends (“What are you telling me, that this ship is alive?” “You wanted an answer and it’s the only one I’ve got.”). I’m reminded of Kurt Russell’s Sgt. Todd in Soldier (arguably my favorite Anderson) — couldn’t vocalize a word but spoke volumes with his morosely deadpan face. The ending is out of desperation: shock cuts and illogical effects (the Lewis and Clark suddenly flooding with blood) and bodies being tossed about in slow motion. One wishes Anderson had been given the time to shoot and assemble the film he wanted, the same time one wonders if Anderson actually had anything in mind to shoot (if not, then no amount of extra budget or time could have saved the production).

And yet, and yet, and yet, one can’t help but form some kind of attachment to this horribly disfigured film full of horrible disfigurement (Anderson being a filmmaker seems naturally obsessed with eyes and their jellylike vulnerability). Not a 100% sure why, possibly demonic forces in me feeling mischievous and acting up — which is a little scary right there.